TV ads can be brand-builders or direct-response incentives. Many attribution companies build their TV measurement capabilities around the latter, and forget the former. This can lead to under-crediting TV by as much as 10x.

TV measurement must account for both types of ads, both short and long-term effects, and must fit into the broader view of omni-channel efforts. Convertro’s TV attribution methodology addresses all of these requirements.

BENEFITS

See Immediate and halo effects of TV

We insert TV exposures into each user’s attribution path based on likelihood of exposure at the DMA level